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Маркетинге
MBA в Маркетинге
ВВЕДЕНИЕ В МАРКЕТИНГ
Сущность маркетинга: все во имя потребителя
Маркетинг и стратегия
Международный маркетинг
ОСНОВНЫЕ ПОНЯТИЯ МАРКЕТИНГА
Маркетинговые исследования
Целевые рынки и прогнозирование продаж
Поведение потребителей
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Consumers, 1/e, Eric Arnould, University of Nebraska, Linda
Price, University of Nebraska, George Zinkhan, University of
Georgia (McGraw-Hill)
Overview of Consumer Behavior: Production, Consumption, and
Disposition / Consumer Behaviors and Marketing Strategies /
Learning about Consumers / The Changing World of Consumption /
The Meaning and Nature of Culture / Economic and Social
Structures / The Self and Selves / Lifestyles: Component
Consumption Sub-Cultures / Perception: Worlds of Sensation /
Acquiring Things / Why Do People Buy? Needs, Motivations and
Involvement / Experience, Learning and Knowledge / Attitude
Models and Consumer Decision Making / Organization and Household
Consumer Behaviors / Interpersonal Influence / Consumer
Innovation / Consumer Satisfaction / Consumption Meanings /
Disposition, Recycling, Reuse
Sample chapters:
Chapter 1. Introduction: Production, Acquisition, Consumption,
and Disposal
[PDF файл 2127 Кб]
This book provides an introduction to the art and science of
consumer behavior. We define consumer behavior as individuals or
groups acquiring, using, and disposing of products, services,
ideas, or experiences. Consumer behavior also includes the
acquisition and use of information. Thus, communication with
consumers and receiving feedback from them is a crucial part of
consumer behavior of interest to marketers.
Chapter 2. Consumer Behaviors and Marketing Strategies
[PDF файл 2122 Кб]
We
aim primarily to provide you with a basic understanding of
consumer behavior from the consumer’s perspective. We also
provide many examples throughout the text of how marketing
managers use consumer behavior theory and research. This chapter
focuses specifically on the intersection between managerial
marketing strategy and the insights provided by consumer
behavior research. Strategy can be defined simply as the actions
managers take to attain the goals of the firm. Marketing
strategy concerns the actions managers take to improve the
likelihood marketplace exchanges will occur between a firm and
its target markets. To this end, the opening vignette
illustrates how important it is to anticipate the needs of
consumers; it also illustrates how quickly the environment for
marketplace exchange is changing.
Chapter 3. Learning about Consumers
[PDF файл 1572 Кб]
Learning about consumers is the key to implementing the
marketing concept and exercising marketing imagination. The aim
of this chapter is to introduce you to consumer research.
Consumer research is not the only way we learn about consumers,
but it is certainly one of the most important ways. Consumer
behavior research is the systematic and objective process of
gathering, recording, and analyzing data for aid in
understanding and predicting consumer thoughts, feelings, and
behaviors. With the globalization of markets, consumer research
has assumed a truly international character, and this trend is
likely to continue. At the simplest level, international
consumer research involves studies in a single market outside
the firm’s domestic market. More elaborate and complex are
international consumer research programs that are intended to
help solve multicountry marketing problems. We will discuss
examples of each type in this chapter.
Персонализация взаимоотношений с потребителем
ОСНОВНЫЕ ЭЛЕМЕНТЫ МАРКЕТИНГА
Разработка продуктов
-
Тест на продажность,
Игорь Шелухин (ИКФ
«АЛЬТ»)
Вопросы "Что продавать?", "Кому продавать?", "Где продавать?" и
"Как продавать?" являются для компаний принципиальными. Потому
что все прочие вопросы -- организация производства,
инновационный процесс, построение системы управления -- вытекают
из них /4-08-02/.
Управление портфелем продукции
Ценообразование
Распространение и дистрибуция
Продвижение
-
Selling: Building Partnerships, 4th Edition by Weitz,
Castleberry, Tanner (McGraw-Hill)
Sample chapters:
Chapter 1. Selling and Salespeople
[PDF файл 374 Кб]
Why
Learn about Personal Selling? / Everyone Sells / Salespeople in
Businesses / Role of Selling in Marketing Communications /
Salespeople and the Marketing Mix / Salespeople as Relationship
Managers / What Do Salespeople Do? / Selling / Servicing
Customers / Coordinating Activities / Providing Information to
the Company and Preparing Information for Customers / Types of
Salespeople / Selling and Distribution Channels / Describing
Sales Jobs / The Sales Jobs Continuum / Examples of Sales Jobs /
Characteristics of Successful / Salespeople / Motivation /
Dependability and Trustworthiness / Ethical Sales Behavior /
Customer and Product Knowledge / Communication Skills /
Flexibility / Emotional Intelligence / Are Salespeople Born or
Made? / Rewards in Selling / Independence and Responsibility /
Financial Rewards / Management Opportunities / Summary / Key
Terms / Questions and Problems / Exploring the Net / Case
Problems / Additional References
Chapter 2. Building Partnering Relationships
[PDF файл 292 Кб]
The
Evolution of Personal Selling / Types of Relationships / Market
Exchanges / Partnerships / Summary / Characteristics of
Successful Relationships / Mutual Trust / Open Communication /
Common Goals / Commitment to Mutual Gain / Organizational
Support / Phases of Relationship Development / Awareness /
Exploration / Expansion / Commitment / Dissolution / Managing
Relationships and Partnering / Choosing the Right Relationship /
Using Technology to Increase Efficiency / Summary / Key Terms /
Questions and Problems / Exploring the Net / Case Problems /
Additional References
Chapter 3. Ethical and Legal Issues in Selling
[PDF файл 340 Кб]
Ethics and Personal Selling / Ethics and Partnering
Relationships / Factors Influencing the Ethical Behavior
of Salespeople / Personal, Company, and Customer Needs /
Company Policies / A Personal Code of Ethics / Selling Ethics
and Relationships / Relationships with Customers / Relationships
with the Salesperson’s Company / Relationships with Colleagues /
Relationships with Competitors / Legal Issues / Uniform
Commercial Code / Misrepresentation or Sales Puffery / Illegal
Business Practices / Legal Guidelines / Ethical and Legal Issues
in International Selling / Resolving Cultural Differences /
Legal Issues / Summary / Key Terms / Questions and Problems /
Exploring the Net / Case Problems / Additional References
-
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